MASTERCLASSING

Brisk Woos Consumers with Free Mobile Content

David Murphy

Pepsi-Lipton iced tea brand Brisk has recently launched the third phase of a mobile marketing initiative that enables consumers to access free mobile content from the brand’s website and download it to their handset. Powered by Addictive Mobility, the application offers free Brisk-branded ringtones and wallpapers to customers as an incentive to connect with the product.
Wallpapers designed for a variety of handsets were tailored to co-ordinate with the Brisk Iced Tea image, and ringtones, which encompass rap, reggae, house and Latin, were created specifically for the campaign. 
Earlier phases of the project included a Brisk contest which was co-branded with companies that represent the brand's lifestyle, such as Levi's, EMI, Warner, Universal Music and Microsoft Xbox. Users were also able to send free SMS text messages to any mobile in North America from the brisk website. The campaign has enabled the brand to create an opt-in database and generate a wealth of consumer insights.
"The mobile device is ideal for unlocking the value of the brand” says Addictive Mobility Mobile Director Nussar Ahmad. “Using a phased approach, brands can entertain existing consumers, gain new consumers, and ultimately, see a spike in sales."
Addictive Mobility plans on introducing new Brisk initiatives in 2007, including a content-rich WAP site, as well as video content and real-time streaming.

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